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Abstract

The article highlights a research study on consumer navigation behavior through the Web users’ optimal Flowexperiences in the online environments. The research study establishes the empirical groundwork for measuring Webusers’ Flow experiences in the Web environment. The article proposes a comprehensive definition of Flow on the basis of Comprehensive Process (Flow) Model of Network Navigation, considering that the Flow concept is a multidimensional concept in the “multi-activity” medium of the Web. Flow has been defined as a multi-dimensional and context-specific concept. Furthermore, the research article proposes that there are 10 Flow constructs (also called “the antecedents of Flow”) along with the three states of Flow, namely, Perfect Flow, Imperfect-IntensiveFlow, and Imperfect Flow. Consumer Behavior on the Webis studied using the Flow concept for three categories ofFlow users, namely, Perfect and Imperfect-Intensive Flow(PIIF) users, Imperfect Flow (IF) users, and Non-Flow (NF) users. These users achieve Flow depending on 10 Flow-constructs and three Flow states. Empirical results suggest a direct relationship between the Flow states and the Flowuser categories and between expected Web user in the future (EXPUSE) and the Flow user categories. This research study provides a basis for future researchers to study consumer navigation behavior on the Web using theFlow concept for three categories of Flow users through 10Flow constructs and three Flow states. The research has significant implications for theory and practice.